Crossroads

By: Mitchell Kahl

Diversity, a new committee in the American Advertising Foundation, held their first ever “Crossroads” presentation in Gregory Hall on October 16th. It was an open discussion of advertising in an extremely diverse nation and how it differs from country to country. The event started with Vice President of Diversity Elizabeth Morales arranging all the participants in a circle to facilitate a dialogue and set an “everyone-is-welcome” atmosphere.

Following introductions, the first main point touched on was, “How do we advertise to people where there is a language barrier?” This question is difficult to give a clear-cut answer to. Some bilingual citizens may be offended by certain advertisements presented in their native language, as opposed to in English. On the other side of this, some of the market may not be reached if all advertisements are printed in English because many immigrants to the United States may only speak another language.

Alan Sanchez, a member of Diversity, made a good point on this subject during his time to share saying, “You have to know the culture in order to know how to market.” He elaborated by saying how in Mexico there is little to no censorship in advertisements and how different that really is. This is the same in Asian cultures where ads are jam packed with information, filling the screen or page.

Diversity in advertising is critical now more than ever because this generation is the most diverse yet, and continues to move in that direction. If you would like to get involved in the conversation about diversity in advertising, the group plans on having more events similar to “Crossroads” in the near future, and everyone is welcome!

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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